One of the best ways to create a marketing campaign that truly engages your target audience is by creating a client profile. What's a buyer persona? A buyer persona is a profile that represents your ideal customer. By creating your own buyer personas, you'll gain the ability to tailor your marketing efforts and connect with your target audience to meet their needs and solve their problems.
Did you know that three to four buyer personas usually account for over 90% of a company’s sales? When you combine the Buyer Profile with Buying Insights, you will have clear guidance for the decisions you need to make to win their business. And in this guide, I will be going to show you how to create your own buyer personas to increase your audience, boost brand awareness, and drive more sales.
Make a buyer persona template
Here is an overview of what to include in your buyer profile template:
Persona name (Title of Audience)
It's very important to give your persona a name to bring them to life and humanize your marketing efforts.
Essential information about their company (size, sector, etc.)
Details about their job role
Salary or combined household income
Location: are they from an urban, suburban or rural region
Level of education
Goals and challenges
How you help your persona reach these goals
How you can assist in resolving these problems
Values and fears
Main personal values
Common objections during the sales process
Add extra customer-specific information
In addition to the core details on your template, you should add extra snippets of information relating to your particular customer base; not only will this help you target your efforts more specifically, but it will also help to breathe extra life into your personas.
Each buyer persona template can be changed slightly to meet your needs, but as a guide, this information will assist you with your efforts.
Level of digital competency
Personal Digital Hobbies
Preferred news sources
Most used social media platform
The device used to navigate the internet
Check your site analytics
More data has been created in the last decade than in the whole previous history of the human race. That’s a lot of data. You can harness this data to strategically focus your marketing efforts and reach out to your customers in a valuable way.
Inside your site analytics, you'll be able to see where your site visitors came from, the keywords they used to find you, and how long they stayed on site once they arrived. This type of data is essential to creating buyer personas as it shows the search terms that led your audience to your site, as well as the devices and platforms they used to get there.
Carry out market research
When creating a buyer persona, you're essentially creating a personality that embodies a key segment of your audience - and the first step to accomplishing this is to conduct thorough research.
To get a gauge on who your customers are, what they want, and what they're looking for you to solve you will need to hold surveys and polls via your social media channels; interview current customers on a one-to-one basis and look at your competitors to see how their customers interact with them online; this will help you gain a better understanding of who you're speaking to on your channels.
Personalized campaigns drive 18 times more revenue than broadcast emails, so it's important to gain as much information as you can from the word go.
The power of a solid buyer persona
More often than not, it's easy to spot a business that understands the value of a solid buyer persona and knows how to use it to their advantage. A clear indication of how buyer personas can help a company improve its brand message, appeal to its target audience, and reap the rewards of ongoing commercial success.
By following the above steps and taking the time to create at least three key buyer personas for your company, you'll be able to create content and launch campaigns that not only sing to your audience but will help you brand grow and evolve with your customers.
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